Winter Arts campaign from The Brand Agency and City of Perth makes winter the best season
Winter feels like it’s well and truly here. And in the City of Perth it’s going to be the best season of the year.
The Brand Agency and the City of Perth launched a new campaign this month to promote the Winter Arts Season. The season runs from June 1 until August 31 with 16 headline artworks, over 150 winter arts events, 60 wine and dine offers across 30 venues, and a host of family activities.
The campaign, utilises TV, digital, social, press, out of home and radio, using the elements of winter – rain, wind and frost – at its core. It is designed to turn the negative behaviour of staying indoors into visitation to the City, encouraging people to embrace the elements this winter.
Many of the media placements use the weather to help deliver the key messages in an impactful way, such as a wind activation that brings a dancer to life.
Annaliese Battista, Director Economic Development and Activation said, “Designed to attract people to the City as the weather cools, the 13th annual Winter Arts Season is a program with many free art works and events to support retailers, office workers, school holidays and late night and Sunday shopping. It forms part of the City’s commitment to championing artists and the local arts sector to strengthen our creative economy.”
Nick Bayes, General Manager, The Brand Agency added, “In this campaign we have used a negative of winter, the weather, as our creative centrepiece to create three different idents representing rain, frost and wind. These emotive visuals link the winter season to the arts, helping to bring the City to life during a time when people are more likely to stay indoors”.
Credits
Client : Nicola Brandon, Lauren Brophy and Sara McCarthy
Creative Director : Steve Straw
Copywriter : Melita Masters
Art Director : Bianca Galan-Dwyer
Design : Dan Agostino and Carly Groves
Digital : Paul Hamilton
Agency Producer : Katie Fewster
Strategy : Vanessa Bush
Account Management : Adrienne Mellor and Oliver Smith
Media : Angela Naaykens and Nicole MacNeil
Production company : Kojo
Sound engineers : Soundbyte